"If I had never come here, I think my first local store may have taken another 3 years or 5 years later to open," said Jee Von, CEO of Malaysian flip‑flop brand Fipper, during an interview at the 6th China International Consumer Products Expo (Hainan Expo).

As one of Southeast Asia's well‑known brands, Fipper’s first connections with China actually began through the Alibaba Netrepreneur Program. But, the real catalyst for its offline retail presence in China was its debut at the Hainan Expo in 2024. After that first exhibition, Jee Von discovered a promising local market for flip‑flops in Hainan, as well as the vast consumer market driven by Hainan's international tourism status. Following on‑the‑ground research and careful consideration, he opened Fipper’s first China store in Haikou last year, and subsequently expanded to Sanya.

Why choose Hainan as the "first stop" in the Chinese market? Jee Von explained that this strategy aligns with the brand’s approach in other island markets, such as Bali in Indonesia and Okinawa in Japan. Fipper excels at entering through island markets before expanding to larger cities. "I think Hainan is definitely the best destination for us to penetrate to china market. And also because of the Hainan Free Trade Port, I think the policy is very beneficial to urban business like us."

Since setting up in Hainan, the policy dividends of the Hainan FTP have translated into tangible cost advantages. According to Jee Von's calculations, thanks to zero tariffs and the 15% corporate income tax rate, the integrated tax burden on a pair of Fipper’s flip‑flops is roughly 10% to 15% lower than other regions. "This allows us to maintain a brand image while offering a highly competitive pricing in the Chinese market and to the Chinese consumer," he said.

When asked about Hainan's role in the brand’s market strategy, Jee Von noted that if Fipper can grow steadily in Hainan, he will consider making the island the preferred location for the brand's high‑end processing and assembly center, as well as a regional distribution hub. "It will help us to lower down the inventory cost and faster the product turnover. Besides that, we also excited to upgrade Hainan into the regional distribution in China because of Hainan Free Trade Port."

As for Fipper's future plans in Hainan, having already witnessed the island’s rapid development and its status as an international tourism destination, Jee Von believes the market here can support at least eight Fipper flagship stores. The brand is also very interested in expanding beyond Haikou, such as Wanning (a famous surfing destination). In addition, Jee Von hopes to enter duty‑free channels.

"This year marks the 51st anniversary of China-Malaysia diplomatic relations. As a Malaysian entrepreneur, I feel a great sense of pride and responsibility. Our goal is to use Hainan not just as a gateway to China, but as a global springboard."

This series is funded by the China Internet Development Foundation (CIDF) and co-producted by Hinews and Hainan International Media Center.